BRAND LOYALTY INFLUENCE FROZEN VEGETABLES MARKET

BRAND LOYALTY INFLUENCE FROZEN VEGETABLES MARKET

Abstract

This dissertation is in writing inside the trading area. From the starting we liked the entire dissertation to be about unseen value, but the time and the allowance in writing about the subject was too little, so we determined to compose the dissertation round brand loyalty and components that may influence. The components are cost, homeland of source, unseen value and skilled knowledge. One of the major difficulties is to find out how significant unseen value is for brand loyalty and the hardworking alternative of brand in frozen vegetables for the consumers. And the other difficulty is which components will leverage brand loyalty. The dissertation is in writing from a deductive issue of outlook which means that we have advanced from living ideas and evolved a form that has brand loyalty as the centre and the four components that may leverage brand loyalty. The reason of the form is to study if the components leverage brand loyalty. The prime facts and numbers have been assembled through a study we made with one century end-consumers. We consulted the respondents at the frozen food-counter in large-scale supermarkets. We liked to study their mind-set and behaviours in the direction of frozen vegetables. This study displays that buyers do not have information about the notion unseen value but understand what the component unseen value contains. The component unseen value means for demonstration nutrition, cultivation method and pesticide. The businesses need to find a way to broadcast the unseen value component to end-consumers and not the concept. We could not show any association between brand loyalty and the four factors.

 

 

Table of Content

CHAPTER 1: INTRODUCTION7

Background7

Purpose8

Limitations9

Problem Discussion9

Research Question9

Definitions9

CHAPTER 2: RESEARCH METHOD10

Choice of subject10

Research philosophies10

Deduction and Induction11

Literature11

Data collection12

Reliability and validity of secondary data12

Dissertation Process13

CHAPTER 3: LITERATURE REVIEW14

Consumer Behaviour14

Brand loyalty15

Brand16

Brand Equity16

Quality17

Quality definitions17

Perceived quality18

CHAPTER 4: BRAND LOYALTY19

What is a brand?19

What is brand loyalty?20

Loyalty Pyramid21

Factors leveraging brand loyalty22

Summary24

CHAPTER 5: QUALITY25

Quality concept25

Quality dimensions26

Quality as Buyer Satisfaction27

Kanomodel27

Perceived Quality28

Creating Seen Quality28

Summary30

CHAPTER 6: FACTORS INFLUENCING BRAND LOYALTY31

Price31

Experienced Knowledge32

Country of Origin33

Invisible value of products33

Credence Quality33

Invisible product quality34

Research Model35

Summary36

CHAPTER 7: EMPIRICAL METHOD37

Data Collection37

Sample37

Qualitative and Quantitative38

Qualitative38

Quantitative39

Consumer Research39

Ethical Consideration40

Interview Form40

Questionnaires40

Pilot Test41

Category Questions41

Quantity Question42

Scale & Rating Questions42

Open Questions43

Ranking Questions43

Facts and Data Collection44

Reliability and Validity44

Reliability44

Validity45

Data Process46

Method Reflection46

Opinion poll46

CHAPTER 8: ANALYSIS48

Introduction48

Brand loyalty49

Know which brand to purchase before the purchase49

Buy identical brand traversed with the grade of brand loyalty51

“No” on inquiry 9 which components influence?53

Price55

Importance of Price55

Price in other questions57

Experienced knowledge58

Dissatisfaction58

Reasons to change brand60

Experienced information in other questions61

Country of origin61

Country of source in other questions65

Invisible quality66

Knowledge in unseen quality67

Importance of unseen quality69

Invisible value in other questions70

First ranked option71

Second ranked option72

Third ranked option73

CHAPTER 9: CONCLUSIONS AND SUGGESTIONS75

Brand Loyalty75

Price factor77

Factor Experienced Knowledge79

Factor homeland of origin80

Invisible Quality Factor82

Conclusion85

Reworked study model87

Suggestions for further research88

References89

Bibliography93

Appendix95

Appendix 195

Appendix 298

Appendix 3103

Appendix 4104

Appendix 5105

Appendix 6106

Appendix 7107

Appendix 8108

Appendix 9109

CHAPTER 1: INTRODUCTION

This introduction section comprises the aim of this dissertation. The backdrop recounts the development inside brand loyalty and the value locality, from evident value to unseen quality. The section extends with a difficulty consideration and the major ...